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- Number two, psychological trigger number two,
collection rarity.
So exotic cars, watches, pens, liquor, fashion.
You know this if it's a collectible item they charge what?
- Premium. - Premiums.
- Yup, a premium price.
A premium price.
So some of you know that I'm a James Bond fan
and I have, I bought all their Blue Rays, right?
All the Blue Rays, no actually I bought all the DVDs first
and then now it's Blue Ray.
And I had all the individual Blue Ray
of every single James Bond movie.
And then the other day, I think a couple years ago,
Christmas I saw this collection.
Right?
In Best Buy.
All the Blue Ray James Bond in a box, plus something.
I was telling Jenny, "Hey you know can I get this?"
And Jenny was like, "You already have all them
"on Blue Ray!"
Whoa but it's a,
- Collection. - collection.
I got to have it, James Bond!
It's James Bond, you know it's like limited.
Look, limited quantity!
(audience laughs)
Right?
Limited quantity.
I got to get it, I got to get it.
Of course then I bought it, right?
Secretly.
(audience laughs) Secretly. (laughs)
So same thing, how can you make it
a little bit more a collection, pens,
like let me give you an example.
Here's a Bruce Lee pen.
That they, I think a few years ago they manufactured.
By a very well known pen company.
And the pen, Bruce Lee pen,
I don't know if you can see the price, $5,700.
It's $5,700.
Now what's going through your mind?
(audience laughs)
What's going through your mind?
(crosstalk) - For display only.
- For display only, yes.
- [Audience Member] If it does kung fu.
- It's a pen!
Yes.
- [Audience Member] Rare.
- Rare!
Now notice nowhere
it says limited quantity.
Nowhere.
Now is $5,700 for a pen, very expensive for a pen,
yes or no?
- Yeah.
- No? - No.
- They have a different version.
(audience laughs)
They have an 18K gold version.
$49,495! - Wow!
(audience laughs) - What?!
- Now you get, I'll read it for you, okay?
Limited quantity, okay, limited quantity,
somewhere, where is it?
Only 1,000.
Only 1,000, where is it?
Limited edition, no sorry, 88, 88.
A limited edition of 88.
88.
Now from $5,700 to $49,000.
Collection item, right?
Is that a lot of money for a pen?
- Yes. - Yeah.
- We're not done yet.
They have an 18K gold pen white diamonds version!
- Wow. (audience laughs)
- $290,555, limited edition only 10 in the whole world!
How high is high?
- [Audience Member] Does it get any bigger?
- No, that's the highest you could get.
(audience laughs)
So from five some seven grand, to you know,
50 grand to 300 grand.
But it's very smart.
Because once you get in that category
it does a couple things.
First of all it's a collector item.
I don't think they plan to sell a lot of this.
But when they have this
suddenly the $6,000 pen
hm, maybe ain't so bad after all.
Contrast pricing, contrast pricing.
Interesting, $290,000, 300 grand, basically.
For a pen.
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